Most companies, despite their best intentions (and even understanding of what a win theme is supposed to look like), fail to sell in their proposals. Win theme is one of the top five elements of proposal persuasion – and if they don’t work, it will be much harder to stand out.
Time pressures force the team to start writing before themes are sufficiently developed and the entire proposal process begins to unravel. Here are the top 7 problems with win themes we have observed in a number of companies, no matter what their business size and maturity level has been.
As I was teaching our IDIQs and Task Orders course on Monday, we were reviewing the best practices for a quick and efficient proposal development process. One practice was conducting a proper kickoff meeting. After attending many proposal kickoffs (some of which included a proper breakfast and a long PowerPoint), and then watching a proposal unravel, I have figured out what needs to happen in order to prevent a disaster. I distilled the information that needs to be shared with the proposal team into nine kickoff goals. It doesn’t matter what the size of the team is and what the length of a proposal is, you have to address all the goals – or there will be problems, guaranteed.
I am in foggy San Jose in Silicon Valley, teaching a course for Stevens at NASA Ames. It is an intense, inquisitive, and exceedingly bright group of students. Some of their questions got me to remember some truths in the proposal profession that I began to take for granted – so I am sharing them with you after quickly jotting them down at 4 am (I am still on the East Coast time).
Are you just like I was seven years ago? By that, I mean – do you struggle with writer’s block when it comes to proposals? Have you spent too many all-nighters rewriting atrocious proposal sections? Do you spend nights and days without seeing your family because proposal writing occupies all of your time? Do you work with people who dislike writing wholesale and will do everything else, but postpone the writing portion of a proposal as much as possible?
